Articles tagged “soft brands”

One of Hyatt's many business models is to take indie luxury hotels that pride themselves on being boutique-y, providing them the benefits of Hyatt (distribution! marketing! operational support!) and then downplaying any sign of corporate involvement in the eyes of guests. So far, it's working.

Hotel legend Richard Kessler is still willing to take risks when creating hotels. Think putting dinosaur fossils in hotel lobbies, or displaying modern art in a converted power plant. So far, travelers and Marriott like it.

Accor isn't the first large hotel company to let members of its loyalty program book independently designed lifestyle hotels. But it is the first to move the concept downscale in rate and amenities. Can it democratize access to quirky hotels worldwide?

Yes, it’s easy to scoff at Accor launching yet another brand. But inking deals with independent luxury hotel owners requires a collection the Paris-based hotel company didn’t readily have in its line-up of more than 40 brands.

All the major hotel companies see upside in pushing into the high-end sector. IHG zeroing in on independent luxury hotels is a smart strategy to rack up rooms growth against the competition beyond the tough-to-crack luxury markets in the U.S. and China.

Skift has long speculated that online travel agencies might launch soft brands, and now Kayak is attempting to do so during a dire moment for the hotel industry. Whether independent hotels would see any value in using a software package through the Kayak app is a wide open question.

As the hospitality industry pushes ahead on the road to recovery, Hilton remains optimistic about the future, supported by a resilient business model and a strong commercial engine. Continued conversion signings, new development, and extended stay brands are contributing to the expansion of its one million room portfolio.

Voco is yet another branded opportunity for independent hoteliers looking for increased distribution, but IHG has to find ways to make the brand stand out in the crowded upscale, lifestyle hotel space.

Independent hotels are well-positioned to capitalize on a growing consumer appetite for experiential destinations and one-of-a-kind moments. Enduring soft brands like Preferred Hotels & Resorts are now taking advantage of this shift by tapping their 50-plus years of experience delivering for consumers while boosting revenues and lowering costs for hotel owners.

BWH Hotel Group? That's Best Western's new corporate identity, the first change in decades and one that is designed to build its new image as a chain that can offer everything from mid-market to luxury.